Brave New Mail
The future of direct mail depends on marketers’ responses to demands for relevant mail and rising costs amidst shrinking budgets
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The Direct Mail Association’s (DMA) Commitment to Consumer Choice, introduced in October 2007, requires DMA members to notify consumers of the opportunity to modify or eliminate future mail solicitations. This policy is altruistic, but creates a new challenge for direct mailers. “I do know that we want to be good citizens, but the more choices we give people in a mailing, the more we ask them to do, the less likely they are to respond to it. We have to hope that our customers will be good citizens and continue to respond well,” said Simon Aronin, associate publisher for Scientific American.
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Brittany Brouse
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